Head of CRM

Strathberry is one of the most exciting contemporary luxury brands to emerge from the UK in the past decade. Founded in Edinburgh and handcrafted by skilled artisans in the renowned leather workshops of Spain, the brand is defined by its minimalist design language, refined craftsmanship and its signature bar hardware. Loved by global tastemakers, celebrities and royalty, Strathberry has cultivated a fast-growing international community drawn to modern elegance, timeless design and exceptional quality. Driven by an entrepreneurial spirit and a strong pace of growth, the brand has built a significant direct-to-consumer business and is stocked in leading global retailers including Selfridges, Liberty, Nordstrom and Neiman Marcus. The retail footprint continues to expand with flagship stores in London and Edinburgh, supported by a new in-house atelier that brings craft, sampling and repair together in one creative space. This investment in infrastructure, talent and product innovation positions Strathberry for its next chapter of global scale. Joining Strathberry means becoming part of a dynamic, ambitious and design-led business at a pivotal moment in its evolution. This is an opportunity to contribute to a brand with a clear identity, strong momentum and a bold ambition to reimagine contemporary luxury on an international stage.

The Head of CRM will lead the development and execution of our global customer lifecycle strategy. This is a commercially critical role focused on maximising customer lifetime value, repeat purchase, retention, loyalty and advocacy. The successful candidate will bring strategic rigour to our CRM function, using segmentation, automation, predictive analytics, and insights to deliver meaningful growth. The role will report into our Chief Growth Officer and will work closely with our ecommerce, customer service and brand marketing teams.

Please note: This is a full-time, permanent position based in either Edinburgh or London. We are currently operating a hybrid working approach with a minimum of 3 fixed days required each week working from our beautiful Townhouse in Edinburgh City Centre or London City Centre office.

Key Responsibilities:

• Customer Retention & Repeat Purchase Strategy

• Own and implement a best-in-class customer retention strategy, driving improvements in second- and third-purchase conversion rates, frequency and lifetime value.
• Define lifecycle stages and build on our existing behavioural comms flows across the full customer journey, from post-purchase nurture and upsell, to winback and re-engagement.
• Map and optimise all touchpoints to minimise drop-off and maximise value including transactional comms, educational content and product care, and reorder nudges.
• Use Klaviyo’s predictive analytics to proactively intervene and prioritise high-value or at-risk customers.
• Develop a robust segmentation framework using behavioural, transactional, demographic and predictive data to enable a move away from broadcast comms to personalised, high relevance messaging.
• Conduct cohort analysis by acquisition source, product, or timeframe to identify lifecycle patterns and refine campaigns.
• Lead a structured programme of A/B testing across flows and campaigns to incrementally improve performance.
• Optimise existing and new automated flows, differentiating journeys by region, product type, or previous actions.
• Use Shopify and Polar Analytics data to power dynamic content and journeys.
• Guide and elevate the CRM Campaigns Manager’s output, moving from broad segmentation to a refined, insight-led approach.
• Set performance benchmarks (open, click, CVR, revenue per send) and drive continual improvement through reporting, feedback and test plans.

• Own the strategic roadmap for our Insiders loyalty reward programme.
• Analyse rewards take up and gather insights into what Insiders most value from the programme in order to optimise the offer.
• Partner with the Creative, Content and Social teams to surface customer stories and advocacy moments in brand channels.
• Refine the CRM reporting framework, tracking performance across retention, repurchase, CLV, engagement and revenue.
• Build comprehensive dashboards to monitor and communicate performance, and share actionable insights with cross-functional teams.
• Lead a structured programme of A/B testing to optimise first party data capture across all channels.
• Ensure data capture methodology is clean and compliant at every stage of the customer journey.

What We Offer:

• The chance to shape and influence the growth of a truly unique luxury brand on a remarkable growth trajectory.
• A dynamic, entrepreneurial, and supportive working environment.
• Competitive salary and performance-related incentives.
• Opportunities for personal and professional growth in a high-impact, high-visibility role.

About You:

To be a star candidate for this position, you must be able to demonstrate the following skills and experience:

• 5+ years in a senior CRM, lifecycle marketing or customer retention role in a fast-growth DTC luxury or premium brand context.
• A strategic, data-driven marketer who can define long-term CRM vision and deliver day-to-day execution.
• You’re as comfortable building and testing flows as you are presenting customer strategy to senior stakeholders.
• Analytical mindset with strong command of data interpretation, cohort analysis, and performance optimisation.
• Demonstrable experience building segmented customer journeys that drive measurable CLV uplift.
• Expert-level knowledge of Klaviyo, Shopify, and ideally Yotpo.
• Strong grasp of luxury brand standards, able to balance data and performance with tone, elegance and brand voice.
• Passion for customer experience, storytelling and long-term brand building.